Identity shifters: A Gen Z exploration

Details research carried out by advertising agency RPA that reflects the thoughts of more than 1,090 Gen Z researchers and research participants.
  • The study involved social media identity research, learnings from a national mobile appnography, tinder analysis, focus groups, interviews and insights from Gen Z's favourite brands.
  • It found that 62% of Gen Zers feel more comfortable expressing their true selves online, rather than in person, and given the choice between fame, power and belonging, only 23% in the study chose belonging.
  • 68% of participants were currently or previously active on a dating site, and only 31% had not used them at all, with the most popular dating app being Tinder (41%), followed by Bumble (37%)....

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